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Thanks to a proliferation of press attention (guilty as charged), it may often seem like Whole Foods, Trader Joe’s and farmers markets peddling organic kale are today’s favored grocery shopping destinations.

Not so, according to a new study published by retail design firm King Retail Solutions in conjunction with the University of Arizona’s Terry J. Lundgren Center for Retailing.

In fact, more than ever, consumers are looking to big box stores like Walmart and as well as convenience stores, dollar stores and pharmacy chains including ’s and CVS to fulfill their grocery lists.

KRS surveyed over 1200 shoppers and found that 77% percent of respondents across all three demographics – Millennials, Gen X and Baby Boomers – bought groceries from a non-grocer in 2013.

What’s more, a full 96% of those surveyed said they’ll be buying groceries from places other than grocery stores in 2014.

Target and Walmart top KRS’ ranking of the 20 most popular places to fill one’s fridge that aren’t traditional grocers. Behind the two big-box giants, survey respondents listed pharmacy chains Walgreens and CVS as their favorites ahead of bulk retailer Costco, followed by , then farmers markets and food stalls at number seven on the list.

, 7-Eleven and Kmart round out the 10 most popular non-traditional grocery stores. The rest of the list can be found on page three of KRS’ report, well worth a read for those interested in the increasingly blurred lines of brick and mortar retail.

“It can’t all be about one-stop-shop, but if it’s a retailer they appreciate, they are going to shop there,” said KRS’ Andrew Swedenborg of these findings. “If new, non-traditional items are available for sale, they are going to buy those items.”

Perhaps unexpectedly, the wealthier the shopper, the more likely he or she is to procure groceries from Target, Walmart or another of these non-grocers.

In the past 12 months, 83% of those making more than $150,000 reported having shopped for groceries at a big box store, convenience store or other such retailer.

The likelihood of having made this buying decision decreased with a respondent’s salary: 73% of those making less than $25,000 looked outside the grocery sector for food in 2013.

Why, then, are grocery shoppers increasingly making the choice to buy their fruit and vegetables at Walmart versus Whole Foods and its ilk? Those surveyed by KRS pointed to price and convenience as their top motivating factors, with quality ranked third.

In fact, the only demographics to rank quality ahead of convenience were those perhaps slightly more removed than most from the daily pressures of time constraints and budget woes: Baby Boomers, those making between $50,000 and $100,000 and those living in rural areas.

It might be tempting to imagine the grocery items shoppers are procuring at Walmart, Target, pharmacies and dollar stores are limited to canned goods and microwaveable meals. This isn’t the case. KRS’ respondents ranked the two big box giants ahead of grocery chains like , Kroger, Whole Foods and Trader Joe’s as their favored stores to buy fresh prepared meals of the kind they might order in a restaurant.